Media Literacy Organizations

Media Literacy Organizations

Iram Mukhtar Mahajan, Mudasir Rather, Huma Shafiq, Uzma Qadri
Copyright: © 2016 |Pages: 13
DOI: 10.4018/978-1-4666-9667-9.ch011
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Media Literacy is reckoned as an integral part of learning innovations in modern day technology enabled learning domains. In order to facilitate the information handling and interaction procedures, essence of media literacy cannot be underestimated. Many Organizations and institutions in different setups play a significant role in inculcating media literacy among the citizens of a nation. These organizations are carrying out initiatives for facilitating critical thinking, awareness about different media setups to different stakeholders in both real and virtual environments. They provide user-friendly tools for facilitating educators, researchers, policy makers, young media makers, and students to find the information they are looking for in a timely and organized manner. This chapter attempts to explore, identify and analyze various such organizations that facilitate media literacy in different settings.
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Media education is a quest for meaning. Much of the value of a quest lies in the search itself as well as in the achievement of the goal. — Chris Worsnop

The current digital age witnesses a paradigm shift in information and communication technology (ICT) giving rise to an innovative practice of literacy termed as computer literacy or web literacy (Livingstone, 2004). According to Kellner and Share (as cited in Gainer, 2010), most of the information is obtained from highly fashioned audio visuals and media layouts. People today usually prefer to retrieve electronic information over the traditional print sources. Keeping the shift in mind, it is just inadequate to educate students to read and write only with letters and numbers. Students and citizens need to be well aware about the growing technologies and media so that they can effectively access, scrutinize, evaluate and create media messages of all kinds. It has also become equally important for an individual to possess the necessary skills to handle different types of media available (Media Literacy Project, 2014). Media literacy as a discipline includes the critical thinking skills and offers a variety of methods and styles for the efficient scrutiny of media messages enclosed in any media presentation. It is defined by Dutch Culture Council (2005) as “the whole of knowledge, skills and attitudes that allow citizens to deal with a complex, changing and mediatised world in a conscious and critical manner. It is the ability to use media in an active and creative manner, aimed at social participation”. Media literacy enables students to develop a critical understanding of the nature of mass media, the tools used by them, and the impact of these tools. More specifically, it is education helps students to know how the media work, how they can produce meaning to the media and how they can organize and construct. Media literacy also aims to provide students with the skills to create new media products.

Key Terms in this Chapter

Information Literacy: The ability to know when there is a need for information, to be able to identify, locate, evaluate, and effectively use that information for the issue or problem at hand.

Pedagogical Tools: Tools relating to teaching and education.

Social Web: Set of social relations that link people through the World Wide Web. The Social web incorporates how websites and software are designed and developed in order to support and foster social interaction.

Socio-technical: The interaction between society's complex infrastructures and human behaviour.

Multimedia: Content that uses a blend of diverse content forms contrasting with media that use only basic computer displays. It includes a combination of text, audio, still images, animation, video, or interactivity content forms.

Visual Literacy: The ability to interpret, negotiate, and make meaning from information presented in the form of an image.

Digital Media: Media that are encoded in a machine-readable format and can be created, viewed, distributed, modified and preserved on computers.

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